Analysis Of Traditional Stores Can Borrow O2O To Achieve Gorgeous Turn?

< p > according to statistics, in 2013, the sales of national key department stores totaled 304 billion 80 million yuan, up 291 billion 850 million from 2012, up 4.2% from the same period last year.

Among them, the top 10 shopping centers sold 46 billion 100 million yuan, an increase of 6.5% over the same period last year.

According to industry analysis, the US internet era has developed for nearly ten years, and the total retail sales in the United States do not exceed 9%. From last year to now, the total share of Chinese electricity providers seems to grow by 42%, but in the future development process, it will not exceed 20%.

From the data point of view, the prospect of traditional retail industry is not necessarily dim, but the pformation of O 2O is imperative.

How to build a good O 2O platform for offline retail businesses including shopping centers and traditional department stores? Facing the potential crisis, how to create a new marketing mode? < /p >

< p > < strong > borrow big data to change customer flow < /strong > /p >

"P" yesterday, the National Bureau of Statistics spokesman Sheng Lai Yun said publicly that it has signed a strategic agreement with the big data operators including Alibaba and Jingdong mall, hoping to make up for the lack of data collection on line retail sales under the offline platform with some data from the network platform.

The application of big data will also fall from "cloud" to "ground".

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< p > Wanda established its own O 2O system in two years.

"When I went to Wanda in April 2012, the deepest feeling was that there was no user concept in the operation of shopping centers.

You may have more than 100 million people. I don't know who came and who left. The first thing I did was turn the passenger flow into a user.

In Wanda's former electricity supplier C E O Gong Yitao seems to come and go is the passenger flow, users can interact with each other, with users can be used for operation, in order to improve performance.

"Line O 2O, how do you improve the conversion rate, you need data."

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< p > Gong Yitao thinks that at this stage, the shopping center creates smart business circle showing several characteristics: one is WIFI Internet access; the two is the cash register pformation, there must be paction data; three, you provide users with all kinds of Internet services.

"This kind of service is multi-channel, not a channel, but the content of this service must come from the cloud, and produce a lot of data. These data can ultimately serve the customers better and serve the business.

Collect these user behaviors and let one hundred people come in (shopping mall), from three to four people.

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< p > strong > innovation, changing the pure < a href= > http://www.91se91.com/news/index_c.asp > retail format < /a > /strong > /p >

Pan Tao, director and co president of Asset Management Co, P, said that the format of shopping centers will change. The share of main stores will change with the positioning of different projects, and the area will also shrink.

"Do not think about the main store, think of the supermarket department stores, like museums, oceanarium will become a main store? The main store's connotation and business form are different, new formats become the main store, I think this is a very big change."

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< p > in order to differentiate from other a href= "http://www.91se91.com/news/index_c.asp" > shopping mall < /a > in Tianhe business circle, the Plaza is constantly strengthening its own experiential format.

Li Suisheng, President of Zheng Jia group, said, "we have two projects this year. Probably we built a huge oceanarium in July. For this reason, we ran dozens of countries and saw dozens of oceanarium.

This project is started in the second half of this year, and in about 5 months, it can be in the art museum.

We are trying to change the pure retail format and retain our place in the business circle through rich formats.

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< p > K 11 has entered the mainland market for three or four years, and has been expanding rapidly in the shopping center with the help of "interaction" with consumers.

Li Zhen, deputy general manager of K 11 shopping Art Center, said that in many formats, K 11 creates a comprehensive sense of experience through the perspective of consumers' facial features.

"In terms of vision, we want to let consumers constantly see new things, so in the mall, all important passageways, floors, and main business outlets are placed with artworks, as well as professional guides, who can also explain their own D IY.

For example, touch, we have a retro photo studio, consumers can take some retro photos.

We have many works of art. They are interactive.

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< p > < strong > fully excavating < a href= "http://www.91se91.com/news/index_c.asp > > social media < /a > function < /strong > /p >

< p > "we have seen from 2013 and 2012 data that there is no subversive change in the proportion below the line, that is to say, a large number of consumers are selling online, which does not mean that there is no need to change the offline retail industry."

Chen Congrong, founder of Shanghai easy net Agel Ecommerce Ltd, C E O, believes that there are still great opportunities for offline retailing. The mall can establish an interactive system under the line and the interaction of mobile terminals, and enhance the communication effect through man-machine interaction and multi screen interaction.

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< p > Chen Congrong said that the complexity of today's communication environment is also a great challenge to the retail industry.

"Wahaha used to spend two hundred million on the whole of China, and now it can only sponsor one program.

What is the best advantage of offline retailing? There are a lot of drainage tools on the Internet when the consumers come to the store. They need to know their needs and future needs after they arrive.

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Jiang Meilan, P CEO, believes that mass media and social media are quite different.

"In the mass media, our play is actually an inverted triangle, you will spend money to buy a lot of multimedia, and then screening customers to buy your things; playing self propagation, this is a triangle play, it means that you will find a very accurate, truly love you, through him to help you spread, and then achieve the real communication effect."

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< p > "what else can WeChat do? Bind up ahead, draw lottery later, and plan to do market research later.

How many kinds of games can WeChat platform play? Membership, sales, booking publicity, interaction, sharing, celebrity platform.

What you need to do is not to let them unload the A PP. You have to do these functions, you have to dig it deep. "

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